Medición y evaluación en comunicación estratégica, caso de estudio Bosques Tropicales S.A

Abstract

In this research takes into account the need to measure and evaluate the Strategic Communication applied Bosques Tropicales SA, which has its hub in Puerto Quito, Pichincha Province Northwest, and is dedicated to the exploitation of forest resources . In this study we want to provide the selected operator, pointing organizational weaknesses regarding the strategic, communication so that working to improve its internal relations, and corporate image may be strengthened in the minds of the public. To do this, we consider the bibliographical sources that address the topic, noting the steps and strategies for proper measurement and evaluation of strategic communication, allowing the development of the proposal to improve it. Although all model could be improved, it is considered that in this study the basic fundamentals that will guide management, so that appropriate for the future decisions taken arise.